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Hey @Ross Simmonds - Social channels bring in very little $ for our enterprise SaaS company (probably because we don't invest in it a lot). As the content marketer, I own our social channels and know they have potential but content redistribution is daunting to get started on. I'm also very busy owning all of our content strategy so social isn't my biggest priority, What's your advice for this kind of scenario?
I think in SaaS -- Definitely enterprise -- Brand is just plain underrated. Social can play a massive role in building brand which ultimately makes everything easier in marketing and can actually convert well if you do it right.
I would I would go back to a approach that I saw many years ago from Coca-Cola where they had I believe it was called the 70-20-10 Rule and with that 70% of the things that they had done were pretty low risk and if that's the standard blog post, white papers, essay -- Then say 20% was a little bit more risky. For your situation this would be things that are a little bit more out there maybe it's creating a Twitter thread on a subject you already covered, maybe it's sponsoring a substack, maybe it's sponsoring a podcast or something of that nature... But then 10% of your average going to be high risk in that bucket you're talking but things like doing an AMA in a subreddit or submitting a handful of content to a subreddit. Or partnering with an influencer on Instagram to do a giveaway of some sort of -- these are things that are very risky and might not necessarily drive return in the short term.
If budget exists -- My reco would probably be to outsource it to a firm. You probably already have your hands in enough pots and don't have time to focus on distro / social.